Download

REDWOOD CITY, Calif.--(BUSINESS WIRE)--Electronic Arts Inc. (NASDAQ: ERTS) today announced EA Legend, a
dynamic platform developed to provide marketers with campaign and
audience insights across mobile, social, online and console games
reaching over 300 million* people worldwide. The insights suite
aggregates metrics, brand impact, social buzz, ad effectiveness, and ROI
across all of EA’s ad products and platforms. EA Legend is
powered by nPario, an expert in providing data products and services
that enable companies to deliver better and more relevant experiences to
their audiences and marketers. EA Legend will be presented to
conference attendees for the first time ever at this year’s Advertising
Week in New York City, NY on October 4, 2011 at 4pm EST.

“EA increased its worldwide audience reach by 30% this year across its
mobile, social, online and console products. Combining that major jump
in reach with the launch of EA Legend puts us in perfect position
to compete directly for ad dollars that have traditionally gone to TV,”
said Dave Madden, Senior Vice President of Global Media Solutions at
Electronic Arts. “EA Legend gives us an edge by providing
marketers with actionable insights across all of our platforms and a
complete view into how their campaigns are driving engagement with
consumers.”

Segmented audience insights based on demographic, psychographic, and
social data.

Ability to drill down into the factors that impact campaign
effectiveness including audience engagement, audience segmentation and
type of creative all measured over time.

"EA and nPario’s collaboration around EA Legend
revolutionizes how advertisers can leverage their data," said Bassel
Ojjeh, CEO of nPario. "EA has some of the most premium and engaged
audiences in the world, and nPario's Data Management Platform allows EA
to deliver audience and performance insights across multiple platforms
at an infinite scale."

EA Legend aggregates multiple internal and 3rd party data
sources, providing marketers a single view into consumer’s response to
their campaign. With this cross platform insights capability, EA
Legend sets new standards for measuring the effectiveness of
advertising in interactive entertainment. For example, marketers running
ads on SCRABBLE on the iPhone™, ad integrations in The Sims
Social™ on Facebook®, and sponsored content within Madden NFL
Football on the console would be able to easily login and generate
accurate unduplicated reach and campaign metrics across the three
platforms. EA Legend empowers marketers giving them the
opportunity to understand their EA ad campaigns with unparalleled detail
and clarity, through a dynamic and user friendly tool.

Electronic Arts (NASDAQ:ERTS) is a global leader in digital interactive
entertainment. The Company’s game franchises are offered as both
packaged goods products and online services delivered through
Internet-connected consoles, personal computers, mobile phones and
tablets. EA has more than 100 million registered players and operates in
75 countries.

In fiscal 2011, EA posted GAAP net revenue of $3.6 billion.
Headquartered in Redwood City, California, EA is recognized for
critically acclaimed, high-quality blockbuster franchises such as The
Sims™, Madden NFL, FIFA Soccer, Need for Speed™, Battlefield, and Mass
Effect™. More information about EA is available at http://info.ea.com.

About nPario Inc.

With operations in North America and the EMEA region, nPario offers data
products and services that enable organizations to understand and target
consumer intent. Led by CEO and co-founder Bassel Ojjeh, nPario’s team
has worked on the largest data sets in the world for companies like
Microsoft, Yahoo, Adobe, Oracle and SAS. Today, we are channeling our
expertise into nPario. For additional information visit www.npario.com

The Sims, Need for Speed and The Sims Social are trademarks of
Electronic Arts Inc. Mass Effect is a trademark of EA International
(Studio and Publishing) Ltd. John Madden, NFL and FIFA are the property
of their respective owners and used with permission. SCRABBLE is a
trademark of Hasbro in the U.S. and Canada and used with permission.
iPhone is a trademark of Apple Inc. Facebook is a registered trademark
of Facebook, Inc. All other trademarks are the property of their
respective owners.